We had the good fortune of connecting with Sergio Amalfitano and we’ve shared our conversation below.
Hi Sergio, what principle do you value most?
Authenticity. The music we carry and the aesthetics and the cultural aspects we represent are things we grew up with and are part of us. It’s not just a business ploy but an actual representation of our upbringing and interests. Everything from the logo to the concerts to the music we carry and items we sell are authentically things we love.
Alright, so for those in our community who might not be familiar with your business, can you tell us more?
We’re a record store and music venue that approaches the store as a hub for culture, politics, history, and music (not just retail). We were very much supported by our local communities and that’s how we’ve gotten thru the pandemic and expanded on our original ideas and goals. It definitely hasn’t been easy. We’re working class so we don’t have a large amount of money to throw into the business but whatever we do make we continue to invest. I’ve learned that slow and steady is better than rushed and anxious. I’ve learned to really listen to our customers. We want people to know we’re here for community because we’re from the community. We live and grew up blocks away from our San Fernando and Covina stores!
Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
I would definitely keep it as local as possible. We tend to provide people with a list of mom and pop shops, eateries, and local attractions. I would encourage people to eat at Truman House Tavern, Magalys Tamales, Los Tres Hermanos, Tacos Wey, Horchateria, U Crave Cafe, etc (all are vegan/Omni friendly). Shop at Throwback Junction, Sup Foo, Jim’s Western Wear, Lead Skate Shop, Cassells Music, Dinos Party Supplies, etc for some cool vintage and new finds. Hit our local breweries San Fernando Brewing and Shadow Grove. Check out our monthly outdoor market on Instagram @sfoutdoormarket and support lots of local artists, mom and pops, etc. The San Fernando Mission, Lopez Adobe, Rudy Ortega Park, Cesar Chavez Park, are all worth checking out.
The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
Most definitely were a product of our environments. My wife/ partner and I grew up in the San Fernando and San Gabriel valleys. Both have enough similarities in terms of musical, cultural, and aesthetics as to have us want to represent them. The punk community has influenced us both in terms of the DIY aspects and respect for hard work. Same goes for our cultural backgrounds. Being chicano and Latino with parents that are immigrants and working class has informed how we approach what we do and support. We couldn’t have made the store in San Fernando or Covina work without the support of our communities so much love to both valleys!